Now that the first tests of the "non-intrusive ads" feature are done we need to decide how to continue from here. There are a bunch more websites that would like to have their ads added to the "non-intrusive ads" list - but we don't want to make these decisions behind close doors. Here is the process we would like to try:

A company contacts Eyeo (meaning Till Faida currently) about inclusion.

I probably should have used a different word than "reputation", but I couldn't think of one.The thing I'm interested in is:Would you do business with (i.e. whitelist ads for) sites/companies whose purpose is to spread hate and discrimination towards other humans? The purpose being a known fact, not rumor, FUD or similar. And irreverently if it reflects in the ads or not.

I wouldn't like to but that doesn't matter - we are not to play gatekeeper here, it should be the same rules for everybody. An "evil" company is something that the law should deal with, or the users (e.g. by voting with their feet). It's not up to us to decide who is "credible" enough to participate.

Now if their advertising promotes malware - that's something entirely different. But we are not going to base our decisions on whether the company supports Greenpeace or something else that isn't affecting our users directly.

The best thing to do would be to create a cooperative adblocking database because there is a number of types of ads. Not all text ads are suitable, especially those that are red, bold, size 50 in the middle of the screen and between <blink> tags. This is why decision has to be taken on a per-case basis. We have the workforce, we are numerous and we could all participate in building and maintaining such an adblock database. These are ideas for the database structure:

There is currently still so much junk not being blocked on the web(e.g. on www.agoravox.fr). This would be a solution, and many people would happily take part. Then each end user decides what to let in: Obstrusive/Non obtrusive graphic/text ads, stats servers, social network junk widgets, AddThis junk, Twitter/Facebook junk, etc...It's the end of the one-size-fits-all solution, and it's also the end of the cat-and-mouse game What do you think?

1) Agreeing on standards, you're probably not going to get a majority agreement on specific standards by which to classify adverts, I think there needs to be some criteria by which to judge them, such as placement, number on page, size, things like that. Then let the users set controls for personal preference for what is acceptable, this way everyone can tailor their experience.

2) Feedback for the content providers - How adverts are handled is meaningless unless there is feedback on the thresholds people are willing to tolerate, ideally what needs to happen is users pick values for the criteria above and the adblock extension collects the user preferences (with their permission) and sends them back to be correlated, then passed back to content providers so they can see what the average maximum acceptable advert size is, what the average maximum size of an advert is etc.

I think that would be very powerful, especially if the default behavior is to block every ad on the page if any of the ads break the rules, this adds a huge increase in risk associated with increasing the intrusiveness. You want to create a system where adding adverts to a website is more of a tentative process and encourage content providers to actually be reasonable from the ground up and meet the users half way, rather than just doing the bare minimum by being as borderline on the standards as possible.

The important part here is that we need the owners of the website/advertising network to contact us about inclusion (contact address is acceptableads@adblockplus.org), in this case the owners of deezer.com. The link above explains why this is required.

You mean, without violating our privacy policy? Probably impossible. The download numbers say that roughly 25 million users have it enabled but that's only an estimate - and we have little idea about how many Adblock Plus users really are out there.